In a major shift in the podcast industry, YouTube has emerged as the leading platform for podcast consumption in the United States, overtaking longtime market leader Apple Podcasts and streaming giant Spotify, which now sits in second place according to a recent study, while former leader Apple Podcasts has lost market share and dropped to third place, marking a turning point in how Americans access and consume podcast content.
Apple Podcasts loses market share to YouTube and Spotify
According to the latest Podcast Download Report from Cumulus Media and Signal Hill Insights, YouTube now dominates the podcast market, with 31% of weekly podcast listeners citing it as their primary platform. Spotify comes in second with 21%, while Apple Podcasts, the perennial frontrunner that coined the term “podcast,” has fallen to third place with just 12% market share.
This represents a dramatic shift from just a few years ago: In 2021, YouTube ranked third for podcast consumption. By 2022, it had overtaken Spotify, and now, in multiple surveys for 2023 and 2024, YouTube has solidified its position at the top.
This happened despite Apple’s efforts over the past few years to improve the podcast experience for both creators and consumers. In 2022, it gave creators access to new listener metrics and added new features for both creators and listeners. The following year, it added Apple Podcast Connect with new analytics for creators and brought podcasts to Tesla EVs. And in 2024, it introduced auto-generated transcripts and launched Apple Podcasts on the web so people don’t have to download an app.
Why YouTube has grown so quickly among younger audiences
This chart shows how much YouTube has grown, mainly at the expense of Apple Podcasts.
Photo: Cumulus Media/Signal Hill Insight
There are several factors that have contributed to YouTube’s emergence as a podcast destination: As the world’s leading video platform and “entertainment search engine,” YouTube offers advantages for podcast discovery and listening. Users appreciate the ability to watch video versions of podcasts, participate in comments and community features, and take advantage of YouTube’s recommendation algorithm. While many YouTube users prefer to use desktops and tablets, Apple Podcasts sees more iPhone users than other platforms.
Interestingly, the study found that YouTube’s podcast audience skews male and younger compared to the user base of Apple Podcasts, a platform that is particularly popular with both new and veteran podcast listeners.
But the move to YouTube doesn’t necessarily mean abandoning the audio-only experience entirely: The report found that podcast listening is equally popular overall, with preferences varying by genre and listener experience level.
Spotify is leading the way
Spotify’s strong second place position highlights the company’s continued importance in the podcast ecosystem, despite facing stiff competition from YouTube. The Swedish streaming giant has invested heavily in podcast content and features in recent years, helping it maintain a significant market share.
Once the undisputed leader in its field, Apple Podcasts now faces the challenge of adapting to changing consumer preferences. Apple Podcasts’ loss of market share and drop from dominance to third place marks a major shift in the industry it helped create.
As the podcast landscape continues to evolve, content creators and advertisers must adapt their strategies to reach audiences across platforms. With video becoming an increasingly important component of podcast consumption, the industry may be on the cusp of a new era of content creation and distribution.
This shift also raises questions about the future definition of podcasts themselves, as the lines between audio and video content become increasingly blurred. As platforms and consumer behavior continue to shift, the podcast industry is likely to see further innovation and disruption.